Fashion Brand Management

Introduction to Fashion Brand Management

This hands on fashion brand management course will help you understand how brands are built, managed and experienced. You will learn practical elements of brand management including: tone of voice, the experience of ‘brand space’ and the importance of graphic elements (labels, packaging etc)...

Description

This hands on fashion brand management course will help you understand how brands are built, managed and experienced.

You will learn practical elements of brand management including: tone of voice, the experience of ‘brand space’ and the importance of graphic elements (labels, packaging etc). You will also learn how the visions and values of the brand resonate with the consumer and the importance of key ‘touch points’ during the consumer experience.

This short course will teach you the basics of brand management and how it works in the fashion industry today. The course is enriched by contemporary examples from the fashion industry and will allow students to work together on a range of short briefs.The course will include:

Trends in fashion branding

Brand values

Brand positioning

Brand communication

Brand management strategies

Innovation and creativity now and in the future

Branding on different levels (Luxury brands vs. High St Giants)

Visual merchandising and service branding

Sustainability in fashion branding

Branding in a digital age

Career and CV recommendations

Level:

Beginners. You should have an interest in the subject area and a desire to learn but no previous experience is required.

Booking:

Your course place is confirmed once you have booked online or via the phone using a credit or debit card. There is no deadline for booking. Places are offered on a first come, first served basis, and all courses have a maximum number of students. We suggest you book early to avoid disappointment.

Tutor information

Sanjeev Davidson completed his MA at Central St Martins and began working as an art director at BBOY creating their brand identity and managing their multimedia production team. He then moved onto graphic design for Pepe Jeans and Fox Racing, before designing for Ben Sherman. He spent four years as Head of Design and menswear collections at Firetrap, ensuring the brand values and image was the essence of all product areas, to increase product sales and market share. He has also been instrumental in shaping Firetraps brand image for UK and global markets. Sanjeev was then head hunted to Head of Design at Hackett, where he redefined their product development and range offer, to reposition the brand for international expansion and his contributions helped them to achieve the Queen's Award for Enterprise in International Trade 2012. He is now combining consultancy for new businesses with lecturing at LCF. This has included delivering regular branding workshops in China and Argentina for business owners, and in the UK for international audiences.

Materials

In order to fully participate in the practical exercises please bring the following materials/equipment to the first class:

Tablet or laptop,

A3 Sketch Pad

Selection of coloured felt tip pens.

As part of your research you will be required to do some printing. Please bring a small amount of cash to the course on your first day to credit your printing account. It is unlikely you will need to spend more than £5.